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Puma Picks Formula as AOR for Golf Brand

CARLSBAD, CA: Sport and lifestyle apparel manufacturer Puma has selected Formula PR as the first AOR for its Cobra Golf brand following an RFP.

Three finalists participated in the review, said Kristine Owens, associate PR manager at Cobra Puma Golf, but she declined to name the other two agencies.

“We chose Formula because they brought a lot of innovative ideas to the table and they fit well with our Cobra Puma Golf DNA,” she explained.

Formula's main responsibilities will include media outreach, blogger engagement, press event execution, and campaign launches, Owens added. The agency will target sports and golf bloggers, golf trade publications, and lifestyle print and online press outlets. She said the firm will also help her brainstorm for specific launch events, but it will not be handle social media.

Formula president Michael Olguin said the agency, with a team of four staffers working on the account, is going to leverage Cobra's two high-profile golfers, Rickie Fowler and Lexi Thompson, to bring “hipness” to golf.

“[Cobra Puma Golf] is this hot brand that is not nearly known as well as it should be,” he explained.

In addition to delving into lifestyle media, Olguin said Formula is going to tell the technology story behind the brand's apparel and equipment, as “golf is a very technical sport.”

Formula has worked with a number of sports clients over the years, including ESPN, Easton Sports, and Prince Tennis.

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